Cognitive Processing of Communication

1. Consumer decision process is influenced by social media

1.1. Consider consider purchase

1.2. Consumer evaluates brand

1.3. Consumer buys product

1.4. Consumer interact with brand after purchase

1.5. Consumer advocates for brand

1.6. Consumer bond

2. Consumer's cognitive process

2.1. Exposure advertisement

2.1.1. Product/ Messenger thoughts

2.1.1.1. Brand attitudes

2.1.1.1.1. Purchase intention

2.1.2. Source oriented thoughts

2.1.3. Ad execution thoughts

2.1.3.1. Attitude toward the advertisement